Establishing the manufacturer’s suggested retail price represents one component of the overall pricing strategy. The second element of pricing relates to discounts and promotional allowances. As brand managers, it was agreed discounts and promotions were a means to reward large volume customers, however, profitability and the margin could not be sacrificed as this would contradict the long-term profit goals as outlined within the strategy document. Within the over the counter cold remedy market, it is common industry practice for drug manufacturers to recommend to retailers what their suggested retail price for their product is. However, the final determination of the final product price will be made at the retail level. As such, it is standard practice to offer retailers volume discounts for their wholesale purchases ranging from 15 to 40 percent of the suggested retail price. Additionally, manufacturers can provide an additional volume discount to retailers based on the volume quantities of products purchased (James, Kinnear & Deighan 2014). Once the volume discounts were established, there was little to no changes during the entire simulation. The strong brand equity and high demand for the Allround product line did not require heavy discounting which would have eroded profitability. Consequently, pricing was managed primarily at the suggested retail price level once discounts were established.